Private Label Gains Market Share across Europe

By Jack Grant

Private label has reached record market shares across Europe as retailers rely more than ever on their own brands to offer value to shoppers, according to the 2010 International Private Label Yearbook from the Private Label Manufacturers Association (PLMA).  

For the first time, private label accounts for at least 40% or more of all products sold in a total of five countries. Overall, private label gained in 14 of the 20 countries tracked by Nielsen for PLMA’s Yearbook. 

“The numbers are very significant because they document what we have been seeing in the stores,” said Brian Sharoff, president of PLMA. “Customers are buying more private label than ever before. It is equally evident that these increases are not temporary gains caused exclusively by the recession, but are permanent and part of shifting consumer attitudes toward private label.”
The gains came in the well-established retail markets such as France, Germany, Spain, The Netherlands and Belgium, but were especially strong in emerging retail markets such as Poland, Hungary, Slovakia and Turkey. This growth is creating a solid foundation for more gains as retailing matures in these countries, according
to Sharoff.  

Switzerland remained the overall leader with 53% market share, followed by United Kingdom at 47%. Market share climbed to over 40% for the first time in Spain and Slovakia.  Germany remained over the 40% market share, while Austria is poised to reach that level soon.    

The biggest share gains were posted in Spain and Turkey, which both advanced more than 3 percentage points. Substantial increases were also recorded in eight other countries—France, Belgium, Italy, Norway, Hungary, Slovakia, Greece, and Portugal—which all were up more than one point. 
In Central and Eastern European countries, private label climbed as western retailers opened more stores with well-developed private label programs. Slovakia led the way with a 44% share, followed by Czech Republic, Hungary, and Poland.
In Scandinavia, private label share now stands at over 25% in every country for the first time. 

For more information about PLMA’s 2010 International Private Label Yearbook, please contact PLMA International Council, Leonique White, Manager Trade Show Development, at telephone +31 20 5753032 or email 

MARCH 2011

Store Brands Help Reduce Grocery Bill by a Third: PLMA

By Lynne Cooke

Shoppers could save an average of one-third off their grocery bill by filling their seasonal market baskets with
the retailer's brand rather than with pricier national brands, according to a new study by the Private Label Manufacturing Association (PLMA). The research tracked the pricing for 40 typical grocery items over a six-week period in a suburban supermarket located in the northeast.

Results indicate that by choosing the store brand version of the products on the list rather than the national brand, consumers could save $43.92 (a savings of 33.6%) on average on their total market basket. When buying the national brands the 40-item purchase came to $130.78 on average over six separate trips, while the same purchases for the retailer's brands cost $86.85 on average.

Among individual food items, the cost savings ranged as high as 46% on a 2-liter bottle of soda, 40% on maple syrup and oatmeal, 38% on packaged macaroni and cheese, and 36% on ice cream, pasta sauce and hot dogs.

Savings in many non-foods categories were even greater, led by aspirin (the store brand version cost 62% less on average), body lotion (55% less), sinus spray and facial tissue (both 47% less) and aluminum foil (42% less). In all instances, the store brand cost less than the national brand.

Items in the study included cold-weather pantry staples like stuffing, cranberry sauce, soup, oatmeal, pancake mix, maple syrup and hot chocolate, as well as wintertime personal necessities such as lip balm, body lotion, cough drops, sinus spray, tissue and nighttime cold medicine.

For every category in the study, a leading national brand product was compared to a similar store brand product and prices were adjusted to account for all known discounts, coupons and promotions available.


Private Label Gains Market Share across Europe

Store Brands Help Reduce Grocery Bill by a Third: PLMA

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